What’s Now? (Fall 17) Chapter 17 – Dynamic Pricing is Coming to a Supermarket Near You

Chapter 17 introduces the concept of dynamic pricing – prices that change according to the level of demand, the type of customer, or the state of the weather. This article, “Surge pricing comes to the supermarket,” (TheGuardian, June 4, 2017), describes how supermarkets may soon use dynamic pricing—even for everyday products like bread and milk. A version of this currently occurs with coupons and personal coupons (where different coupons are sent to different customers). Read this article to see where this is going.

What do you think of dynamic pricing that is described in this article? It is fair? Is it ethical?